…The protest alluded to “emotional events and very significant issues that affect the core of American society,” brand consultant Dean Crutchfield told BuzzFeed News. “They piggybacked on a crusade and didn’t have permission to do so. People found it tasteless and crass. It was trivializing grief.”For Pepsi, the debacle adds to a much bigger and more existential problem: Its core product is getting less popular by the day. Soda has become one of the main targets of public health advocates, and cities are starting to pass

For Pepsi, the debacle adds to a much bigger and more existential problem: Its core product is getting less popular by the day. Soda has become one of the main targets of public health advocates, and cities are starting to pass taxes on sugary drinks. Even diet sodas are in decline.

“This is the last thing they need. Their business is pretty fragile now,” said Crutchfield. “This is very embarrassing for the brand.”…